1,721,006 research outputs found
Looduslikkusele ja keskkonnale apelleerimine reklaamides
Get PDFThere has been an issue since the 70s, whether it’s ethical to use nature and its elements in
marketing process. Even if environmental messages often give useful information about the
products and help consumers to decide, they also crate a false understanding and image
about the nature. This image does not express the essence of realistic nature, but of
something, that has been crated by human ideals of it.
By analyzing advertisement in Estonian magazines, the objective of the research is to find
out, through witch arguments and elements nature in commercials is expressed and how it’s
shown, what does the “language” and visualizations say about nature and environment,
about the commodification of nature and possibilities of environmental marketing in
Estonia.
The elements and arguments of nature that have been explored are any reference to nature in
formulation, pictures and photographs.
It appeared that the commodification process in Estonia is in initial stage, because only 31%
of the commercials used some elements of nature and only half of them did so by referring
to the content of the product. Other half was used just as a background or as a decorative
element, to create emotional bandage with the picture.
Only less then half percentage of the commercials used environmental messages, witch
refers to the fact, that practicing environmental marketing in Estonia is very infrequent.
Nature is prevalently used in relation to feminine subjects like cosmetics, perfumes,
cooking, and medicines. Nature is seen as help for many different problems like physical
and mental health, welfare, beauty, problems that are caused by the stressors in our
environment.
The “untouched” nature is the main argument by selling the products through nature’s
elements. But the most problematic issue is how to understand the meaning of “natural”.
It appeared, that it is indistinguishable, weather the “natural” element is a bacterium grown
in laboratory or in untouched rainforest, and how the specific elements of the herbs are secluded, if chemicals are used to separate the parts or in witch concentration this so called
“nature” is used – they are all advertised as natural products.http://tartu.ester.ee/record=b2118395~S1*es
Keskkonnaprobleemide ja –riskide kommunikatsiooni kriitilise analüüsi probleeme
Get PDFVäitekirja elektrooniline versioon ei sisalda publikatsioone.Doktoritöös “Keskkonnaprobleemide ja –riskide kommunikatsiooni kriitilise analüüsi probleeme” võtan ma vaatluse alla kommunikatsiooni rolli keskkonnaprobleemide lahendamisel. Kui üldjuhul peetakse kommunikatsiooni, teadlikkuse tõstmist ja osalust keskseks keskkonnaprobleemide leevendamise ja lahenduste otsimise vahendiks, siis käesolevas töös vaatlen ma inimsuhtlust kriitilise pilguga. Tuginedes Jürgen Habermase, Anthony Giddensi, ja eriti Niklas Luhmanni töödele, toon ma välja, et kommunikatsioon on oma olemuselt puudulik, võimaldades küll lühiperspektiivis jõuda argielu kontekstis kahtlemata aktsepteeritavate lahendusteni, kuid pikas perspektiivis kasvatades tingimusi, mis lahenduste saavutamist üha raskendavad. See on nö inkrementaliseerumise protsess, mille leevendamisele ma oma töös lahendusi otsin. Olgu ka öeldud, et lahendused inkrementaliseerumisele ei peitu positivistlikus paradigmas – töö ei rõhuta vajadust kommunikatsiooni järele, vaid pigem hoiatab liigse kommunikatsiooni eest. Samas rõhutan ma, et ka kommunikatsioonivajadusi ning –võimalusi vähendades kaasame ühiskonda probleeme, lihtsalt teistsuguseid, seehulgas selliseid, mis pole argiarusaamas tunnustatud ega heakskiidetud.
Ma analüüsisin keskkonnaküsimuste ja –riskide kommunikatsiooni Eesti näitel, haarates oma vaatega perioodi nõukaaja lõpust tänase päevani. Uurisin, mil määral erinevat tüüpi ühiskonnad (Nõukogude ja Euroopa Liit), mille osa Eesti on olnud, on kujundanud keskkonnaküsimuste lahendamise viise ning millistest ajaloolistest kogemustest võib leida teoreetilisi lahendusi inkrementaliseerimise vähendamiseks. Selleks vaatlen ma osalusprotsesse, poliitikate kujunemist, meediadebatti, inimeste käitumispraktikaid ning tõlgendusi erinevatele keskkonna- ja tehnoloogilistele riskidele. Lisaks mõtisklen selle üle, milline osa keskkonnakommunikatsioonist jääb mulle kui uurijale ja minu uuritavatele subjektidele nähtamatuks, kuid ometigi suunavaks.My doctoral thesis “Problems of critical analysis of communication of environmental issues and risks” focuses on the role of communication in the management of environmental problems. Communication, awareness raising and participation are usually considered central in the mitigation of and finding solutions to environmental problems. My thesis, on the contrary, approaches environmental communication from a critical point of view. I emanate from Jürgen Habermas, Anthony Giddens and most of all, from Niklas Luhmann. Inspired by their views I focussed on the selective and abstracting nature of (environmental) communication. The nature of communication is misleading: it enables individuals to find satisfactory solutions in the short term, but in the long term it raises conditions that impede finding sufficient solutions. This is called the process of incrementalisation, a phenomena that I seek solutions to in my thesis. I must say that the solutions to incrementalism can’t be found from everyday intentional problem-oriented practice. For me the solution is not in alarm raising or in the development of participation. It is rather in the conditions that impede the natural development of communication towards incrementalisation. These solutions may not find recognition and approval in individuals’ orthodox understanding about problem solving.
To find the conditions that sustain incrementalisation and to offer solutions to overcome its paradox I analysed the development of communication of environmental issues and risks in the example of Estonia. My analysis covered the period from the late Soviet time to the present day. I investigated whether the types of the societies of the Soviet and western modernity have affected the way the environmental issues are dealt with and what historical experiences can offer insight to the theoretical analysis of incrementalisation. For this, I examined very different empirical content: participation processes, development of politics, media debate, practices of individuals, and interpretations of environmental and technological risks. An emphasis of my analysis was on the aspects that are invisible to the participants in the communication but are still prevalent and leading in the formation of it
Kogukonnapõhine sotsiaalturundus teadliku prügikäitumise kujundamisel
Get PDFBakalaureusetöö “Kogukonnapõhine sotsiaalturundus teadliku prügikäitumise
kujundamisel” kinnitab sissejuhatuses püstitatud hüpoteesi prügikäitumise
normatiivsusest Eesti tingimustes ja pakub rakenduslikke lahendusi sobivate
kommunikatsioonisõnumite kasutamiseks kogukonnapõhise prügikäitumise arendamisel.
Töö laiem eesmärk oli kogukondliku ühistegevuse potentsiaali leidmine,
prügisorteerimislike motivaatorite kaardistamine ja nende kahe valdkonna võimaliku
efektiivse ühendamise võimalikkuse analüüsimine sotsiaalturunduslikest vaatepunktidest
lähtuvalt. Oluliste tingimustena tuleb nimetada nii Eesti kogukondlike sidemete kui ka
prügisorteerimise traditsioonide suhtelist nõrkust.
Bakalaureusetöö analüüs põhineb Tartu korteriühistutega seotud inimestega läbiviidud
süvaintervjuudel ja nende analüüsil; oluliselt toetutakse ka kvantitatiivsetele uuringutele
ja meediatekstide analüüsile. Eelnevate uuringute põhjal püstitatud kommunikatiivsetele
eesmärkidele pakutakse lahendusi neljandas peatükis.
Teises peatükis esitatud uurimisküsimusi järgides võib analüüsitulemused esitada
kokkuvõtlikult järgmiselt:
• Korteriühistu toimib kogukondlikult ja kannab kõiki selle tunnuseid. Eesti
tingimustes võib ühistukesksete kogukondlike nõrkustena nimetada vähest
indiviidi initsiatiivi ja vastutust ning soovimatust võtta kohustust ühise heaolu
nimel.
• Ühistu liikmed seonduvad kogukonnaks võrdluses teiste kogukondadega, keda
tajutakse peamiselt teadvustamatult. Kogukondade väärtuste vahel on konkurents,
kuid barjääride ja hüvede sobiva kombinatsiooni puhul võidakse laiendada
kogukonna mõttelisi piire, mis on oluline aspekt difusiooni juhtimisel.
• Korteriühistut juhib peamiselt formaalne aktiiv, kellele võib oponeerida
destruktiivne mitteformaalne aktiiv, vahel on kogukonnas ka altruistlik
vabatahtlik tuumik. Aktiivselt kogukonna heaks töötavate indiviidide suhe
115
passiivsetesse on väga väike. Muutusi kommunikeerib peamiselt formaalne aktiiv,
kes on passiivsete suhetega ühistus süüdlase rollis. Muutusi on kergem läbi viia
omavahel tihedalt suhtlevas ühistus, kus domineerib usaldus ja konstruktiivsus.
• Reeglina alahindavad korteriühistute liikmed omavahelist suhtlemist ja teadmisi
kaaselanikest. Omavahel suhtlevad nii vene- kui eestikeelne elanikkond, esineb
personaalseid sidemeid ja innovatiivseid tuumikuid. Omavahelised suhted
põhinevad peamiselt mitteformaalsetel alustel. Ühine suhtevõrgustik aitab kaasa
koostöö tekkele, passiivse elanikkonna kaasamisel on oluline esimese positiivse
kogemuse loomine ja personaalne isikustatud pöördumine.
• Aktiivsust ja passiivsust ühise heaolu nimel mõjutavad paljud aspektid, mis
põhinevad eelkõige indiviidi isiklikel omadustel, ja mis realiseeruvad kogukonna
võimalustest ja tingimustest lähtuvalt.
• Ühistu liikmed tajuvad prügiga seotud probleeme suhteliselt ühtemoodi ja
lokaalselt, see annab võimaluse kogukondliku sotsiaalturundusliku lähenemise
kasutamiseks. Ühiselt tajutavate probleemide lahenduste realiseerimine leiab
suuremat toetust.
• Prügiline käitumine on normatiivne, seega saab käitumise muutust
kommunikeerida läbi oluliste teiste taju ja utilitaarsete aspektide, mis on ka
peamised prügimaja ehitamisega seonduvad argumendid. Siiski on pikema
perspektiivi nimel oluline kasutada keskkonnasõbralikkuse sõnumit, et luua
eetiline käitumise kinnistamist soodustav motiiv.
• Prügi sorteerimise arendamine kogukonna tasandil on võimalus arendada ka
kogukondlikke suhteid ja indiviidi initsiatiivi.
Prügiga seotud probleemide kommunikeerimine kogukonnatasandil aitab indiviidil
end teadvustada prügi tekke allikana. Kogukondliku prügisorteerimise arendamisel
ületatud barjäärid aitavad lihtsustada ka juba järgnevate programmiliste ülesannete
delegeerimist ja läbiviimist. Töö autor peab kogukonnapõhise käitumise arendamist
vajalikuks ja efektiivseks nii mitmete ühiskondlike struktuuride integreerimise kui ka
võimusuhete ümberkujundamise perspektiivis.http://tartu.ester.ee/record=b1522246~S1*es
Noorte perede uskumused ja hoiakud ökotoidu suhtes
Get PDFThe thesis gives us a review of beliefs and attitudes of young families in Tallinn
district towards eco food. The research investigates on what ecological food strategies
are based on; what are the main and reliable sources of information; what are widely
spread mistaken ideas and on what field there is a lack of information.
The graduation thesis has 2 main chapters: theoretical basis and empirical research.
Theoretical part describes the progress of modern hazard society and individualization
through the changes of food strategies based on researches of U.Beck. The
problematic of beliefs and attitudes in modern societies has been analysed according
to the theories of Fishbein and Ajzen.
Section 1.4 includes a survey connected with eco food strategies and choices. The
survey is based on investigations conducted Eurobarometer Risk Issues and Estonian
Institute of Economic Research.
The empirical research includes 10 interviews, their analysis and summaries. The aim
of the data analysis was to find out the answer to the statement set up in the
hypothesis – the knowledge of eco food is episodic and with undefined starting point
mainly because of the minimal information. The research declared the hypothesis.
Discussion and references are written in the last part of graduation thesis. There is a
debate about the information lack of eco food and suggestions how to enlarge the
topic area by including supporting arrangements into the change of communication
programme.http://tartu.ester.ee/record=b2115270~S1*es
Formation of environmental consciousness in Estonia from the end of the 1980-ies to 2005
Get PDFMy master’s thesis Formation of Environmental Consciousness in Estonia from the end of the 1980-ies to 2005 aims to provide a conceptual framework of the theories of modernity and reflexivity in order to analyze the development of environmental consciousness in Estonian society. The sociological and theoretical focus of the work is original to Estonian context as the previous research in the field of environmental consciousness originates from socio-psychological tradition. The first chapter of the thesis provides the reader with an overview of the scientific terms used in the theoretical and empirical context. The second, theoretical chapter explains the logic of modern societies and its consequences on nature through the inner functioning of social systems (according to Niklas Luhmann). The aim of the chapter is to explain the influences of instrumental rationality and (confrontational) reflexivity on the society and its natural environment. The chapter distinguishes two stages of the modern society (according to Ulrich Beck) – firstly, the simple modernity, where control and security provided by the expert systems run our everyday life, and secondly, the reflexive modernity, where risk and insecurity become the part of systems normality. The functional systems of the society are not able to provide us with expertise, because the modern expertise and technology are linear by nature and they cannot follow the complexity they have caused to their environment. The two stages of modernity have different views on nature and natural environment, which originates from their inner logic. The first modernity rationalizes nature as a resource and a threat, the resources are brought in the center of the system and the environmental problems will be rationalized behind its borders. The reflexive modernity breaks the border, so nature becomes a part of the system again, but in the shape of constant risk. According to the modern nature concepts three paradigms of environmental consciousness can be distinguished: social paradigm (denying individual), environmental paradigm (rationalizing individual) and ecological paradigm (suspicious individual). The beginning of the third chapter provides the empirical analysis with the periodization of Estonian late history (from the silent and denying Soviet period and rapid transition to nowadays). The third and the fourth chapters concentrate on empirical analysis of the influential communications of environmental consciousness – society and its functional systems (bureaucracy, business world, environmental movement, environmental cases), communication culture, environmental values, environmental media, environmental problems perceived by the individual, public environmental information, etc. The thesis assumes that the development of modernity and its traces in people’s environmental consciousness can be followed by the analysis of different communications. It can be concluded from the master’s thesis that both the Soviet and western modernity provided us both with comparable environmental damage. But the environmental consciousness and action had different features – the environmental information as well as the environmental movement acted as compensatory communications, environment was considered soft, non-political issue. The Soviet system provided individuals with compensatory (intentional) communication – soft environmental issues instead of serious environmental questions, environmental communication in general instead of political debates. Still, the systems structure amplified suspicion against the communication – there were controversies between the rationality of the system and the rationality of its intentional communication. As the public silence legitimized the risks in individual lives, the Soviet system was somehow comparable to risk society. The transition society legitimized economic rationalization; the western goods were taken for granted. The collapse of the old system forced individuals to follow their own paths, take their own risks, so they had to create their own rationality. The individualization period lost environmental communication from the system until the end of transition period. Nowadays the environmental hazards and risks are taken under attention to respond to the rationality of the European Union. The environmental regulations have emerged in a forced manner, the legitimization of environmental problems has been chaotic and irrational for individuals who long for certain rules and correct answers to express their environmental identity (through consumer behavior or activism). Although society does not support reflexive communication or critical dialogue, confrontational reflexivity still appears on the level of individuals, reflexivity has its roots in the perceived bads, which accompanied the rapid economic transition that denied the problems it caused. The peculiarity of Estonian society is that the ecological consciousness – enlightenment – appeared before the actual reflexity of the system
„Rohelise“ turundusstrateegia koostamine Ecoprindi näitel
Get PDFGreen marketing is not a well-known area in Estonia yet. Green or environmentallyfriendly
products are offered only by a few enterprises; however, they should still use
respective marketing communication. At the same time, suspicions of greenwash have
occurred in some fields and, despite little experience, consumers are getting sceptical
about green products. Hence, in green marketing it is very important to put particular
emphasis on communication with target groups in order to ensure consumer
confidence.
The subject of green marketing has been studied in the University of Tartu by four
students. Jürg Sameli (2003) dealt in his bachelor’s thesis with the promotion of green
energy as an environmentally safe product. Another paper on green marketing titled
Presuppositions of Development of Consumer Habits Based on Estonian Green
Energy was prepared by Liina Karo (2004); in the same year Silvia Kübar prepared a
bachelor’s thesis on advertisements referring to the natural environment titled
Appealing to Nature and Environment in Advertisements. Present paper deals with
similar topic as the bachelor’s thesis of Rasmus Pedanik (2007) titled Strategy of
Green Marketing Based on the Product Green Print. Pedanik analyses the perception
of the marketing communication of the Green Print by the customers of AS Triip. The
author of the present paper focuses on the next stage in the analysis and development
of the marketing communication of the enterprise providing environmentally safe
printed products.
The empirical part of the bachelor’s thesis is based on studies conducted during the
last three years about the trademark Green Print, and on communication and
marketing practices of AS Triip. The studies have been conducted within the subjects
of the study programmes of the Department of Journalism and Communication and
the Faculty of Economics and Business Administration. The studies were prepared
only by the author of the paper, or in cooperation with other students.
The theoretical part of this paper is based on works of Donalt A. Fuller, theoretician
of green marketing, on green marketing and communication thereof. Green marketing
communication has two distinctive goals compared to the conventional approach: one
of them is about educating the target groups on environment, and the other is aimed at
ensuring the confidence in the organisation and the product. Therefore plays
communication in marketing of green products a very important role. As the field of
environment is a very specific one, complicated structures cannot be applied to green
marketing communication; it is important to make sure that consumers are able to
comprehend the information available.
The bachelor’s thesis includes an analysis of communication strategies of the
company based on the theory by Fuller; the author has proposed solutions considering
this analysis and the real market situation. Ecoprint has taken over the main
communication strategies of its predecessor AS Triip; however, in terms of concept
the organisation has turned from a sales company into a production company, hence
the old strategies are not efficient anymore. Besides, marketing communication of AS
Triip was not very efficient or well-organised after all. The author in conclusion
recommends creating a new mission and vision for this new printing company. The
author has pointed out main aspects and core values, which the company’s new
identity could rely on. In addition to thorough analysis of the present situation, the last
part includes the priorities of the company’s activity, the action plan for green
marketing strategy and possible solutions to the central issues at the moment. The
paper will be put in practice and it will form a basis for planning the marketing
communication strategy of the new company, Ecoprint.http://tartu.ester.ee/record=b2450621~S1*es
Teismeliste linnatüdrukute arvamused toiduriskidest
Get PDFThe aim of the Bachelor’s thesis titled “Teenage Town Girls’ Opinions about Dietary
Risks“ was to study how teenage girls interpret their everyday eating choices, effect on
heath thereof, and what shape their knowledge, beliefs and attitudes related to dietary risks
and eating.
The theoretical part of the thesis focuses on the replacement of traditional food culture for
one that is more varied, and the diversification of dietary risks – if in Soviet times, such
dietary risks as salmonellosis, excessive sugar and fat were mostly feared, then at present,
we are also affected by dangers and risks indirectly and unawares – in the form of food
additives, pesticide residues, etc. The theoretical part of the thesis the author also drew from
the theory Ulrich Beck, such as risk society and individualisation.
The study method of the thesis was a non-standardised in-depth interview combined with
intervening approach. Proceeding from the study questions, the author compiled a plan for
in-depth interview, the analysis of which was based on qualitative text analysis.
The empirical part of the thesis includes the placement of study problem and study
questions, description of target group and methodology selected as well as study results.
On the basis of the empirical data it could be said that the 10 teenage (15 years old) town
girls participating in the study do not acknowledge the diet risks, although they have been
taught healthy dieting at school. That they do not perceive the risks was mostly evident by
the fact they have indifferent attitude towards the information about additives and
preservatives written on the packaging. The girls also lacked knowledge about
preservatives, and, as to the additives, they held certain false beliefs. For example, they
think that food additives, or E numbers, are the same as Vitamin E.
The discussion and conclusions provide criticism of the method employed in the thesis and
the author’s recommendations for further research. The author recommends organising an
informative campaign, the target groups of which would be children and their parents. As
such a campaign related to dietary risks directed to these groups has not yet been organise
in Estonia, its purpose would be well justified.
The topic related to dietary risks is relevant in society since today our diet includes various
additives and preservatives, this topic concern our society as a whole, for our health and
quality of life depend on the awareness of dietary risks.http://tartu.ester.ee/record=b2450508~S1*es
Igaüheõigus ja ligipääs loodusele: maaomanike hoiakud ja arvamused
Get PDFThis thesis gives a brief overview of the history of everyman's right, its regulation in today's
Estonia and analyses how Estonian newspapers and magazines have portraied everyman's
right to the public. The majority of this paper, though, focuses on the analysis of interviews
with 6 landowners looking for the reasons why landowners have hindered the right of public
access (granted by the law) to their privately-owned land.
Everyman's right (in some occasions might also be called freedom to roam) is originally a
Nordic custom of a person's right to walk over somebody else's land. In Estonia, everyman's
right is a term used in recreation, rather than a traditional custom, due to the fact that the
territory has been occupied by many different countries, all with their own laws and customs,
which is why Estonian customs are dated back only a couple of decades.
Today, everyman's right can be seen in the regulation of shore paths. In fact, that is the only
place a landowner cannot close for the public use: everywhere else, signs and fences forbid
the use of privately owned land by the public. (In the media, a term "everyman's right" is used
to describe not only the public right of access, but also regulation concerning outdoor
recreation in general, which is how author of this thesis is analysing the topic.)
There's no act outlining the basis of the public right of access, nor there is a single document
with rules concerning outdoor recreation gathered together: legislation is scattered between
different acts and is both detailed, as it describes specific activities (for example camping in
the forest), and scarce, as it does not cover all of the necessary practical aspects. Thus,
conflicts between landowners and people spending their leisure time in the outdoors are
common.
The author interviewed 6 landowners, 5 of whom had hindered the right of public access to
their privately-owned land and one tour organiser whose activities were partially causing the
problem.
It turned out that although the right of public access is meant to enable spending leisure time
in the outdoors by people who don't damage the nature nor the assets of the landowner, it also
grants the access to those that are ill-intentioned.
The obstacles set by the interviewed landowners were meant to protect their privacy and
assets from damage and although they aknowledged problems it causes to good-mannered
hikers, they did not see alternative ways of guarding their own rights. On some occasions, the
obstacles were partially caused by the local government due to insufficient communication in
the process of making a detailed plan of the land-use.http://tartu.ester.ee/record=b2450774~S1*es
Taastuvenergia representatsioon Postimees online'is
Get PDFThe Representation of Renewable Energy in Postimees Online
This bachelor’s thesis focused on analysing the representation of renewable energy in
Postimees Online in the year 2008. The research was based on the representation theory by
Stuart Hall. To compare the media representation with real-life, energy situation and public
opinion in Estonia was described. In addition, all the main terms were explained.
The conducted analysis covered 174 articles from the chosen period. The selection was
analysed using content analysis. Author’s main aim was to find out which renewable energy
sources were represented and how they were depicted, who were used as sources of
information and what was their attitude towards renewabel energy. Author illustrated the
gained results with qualitative text samples from the analysed articles.
It is concluded that almost every type of renewable energy was reflected in the analysed
articles. The texts focused mainly on wind-, bio- and solar energy which reflected the real-life
situation in the given period. Renewable energy as a wider term was also used very often.
Other types of renewable energy were rarely written about.
The main spokespersons concerning renewable energy were the investor and developers of
the renewable energy projects and they spoke mainly about positive aspects of renewable
energy. Their ability to influence the representation was also supported by the fact that many
of the articles published without an author were recognisably developers’ press releases.
Estonian politicians were also often sources of information and they were also favorably
inclined. Scientist and local residents were used as sources more rarely.
The outcome of the analyse proved that different aspects are being focused on concerning
different types of renewable energy and it would be reasonable conduct additional research on
these types. It is also concluded that the argumentation of different spokespersons should be
analysed to disclose the presence of discussion, shared language and shared knowledge.http://tartu.ester.ee/record=b2510743~S1*es
Keskkonnaajakirjade ja -saadete kasutamispraktikad gümnaasiuminoorte sihtrühmas: väljakutse Eesti loodus- ja keskkonnaväljaannetele
Get PDF- …
